CBS Research Releases New Digital Media Consumption Findings

Last week, CBS Research revealed new data showing that as the public at large becomes more connected to digital media, the more engaged they become in primetime television programming. Additionally, as more TV viewers become aware of the 2009 deadline for broadcasters to switch to full digital transmissions, the likelihood of them investing in new digital TV sets increases by 40 percent.

Those are just two of the major findings revealed today by a comprehensive study CBS Research has conducted examining consumers' attitudes towards digital media, and the role television will play in the near future. The project was led by David F. Poltrack, Chief Research Officer, CBS Corporation, President of CBS Vision.

Researchers found that 56 percent of those surveyed were aware that you could watch network television programs by streaming them over the Internet. Of those aware of this streaming option, 46 percent have already streamed at least one program. Of those not aware of this streaming option, when told which programs were available for streaming, 62 percent selected at least one of the 33 available programs that they probably would watch via streaming over the in the future. Analysts say it is clear that the potential for network program distribution over the Internet is just beginning to be tapped.

In addition, the research shows that people are gradually moving up to higher levels of connectivity. The segment of the population with both a broadband and a digital television connection at home has grown from 22 percent in the fall of 2005 to more than 30 percent in the fall of 2006. The same segment is most likely to watch the top broadcast network programs. In addition, this segment visits network television web sites and is increasingly likely to stream clips and full episodes of network television programs on the  Internet. Members of this upscale, better-educated "fully connected" segment are today the most engaged with the popular network programs.

"This data clearly show a correlation between connectivity and primetime television viewing," said Poltrack. "Consumers who embrace the new media are the heaviest viewers of the top network primetime programs, and this sector of the audience is growing. By offering them new ways to connect to their favorite shows- whether it's Web sites, podcasts, ringtones or other mobile features- we've been able to deepen the bond these fully connected viewers have with our programming. The research also illustrates that as viewers learn about the 2009 deadline for digital transmissions their attitudes towards investing in technology, like advanced home entertainment centers, to watch their favorite shows, changes radically. These findings really demonstrate the potential the broadcast networks have to further engage the public with our content as new technology expands our distribution options."

To read more about this new research, check out the CBS press release.